The Collective project, supported by the Mayor of London, Transport for London and the London Borough of Camden, was developed by Camden Town Unlimited with the aim of establishing a national hub for the UK’s creative economy within the Borough of Camden.

Flint was retained by Camden Town Unlimited in January 2013 on a 15 month brief that focused on enhancing industry awareness of the Collective project, driving active participation with the varied Collective programme and positioning Camden Town as the destination of choice for the UK’s creative businesses.

Drawing on three distinct Collective initiatives – start-up hubs, pop-up retail opportunities and a fellowship programme – robust, sector-specific media messaging was developed as part of a wide-ranging media engagement campaign. The messaging was reinforced by a portfolio of case studies featuring selected alumni from the Collective programme, which was used to showcase the business offering of the Collective project and provide persuasive peer-to-peer endorsement.

Over 60 individual pieces of press coverage were secured, offering in excess of 45 million opportunities to view. Media exposure was secured across a broad media spectrum, ranging from national newspapers and lifestyle publications to industry-specific trade magazines and digital platforms, delivering a broad range of distinct audiences and consumer demographics.

Throughout the campaign term, Flint fulfilled a strategic advisory role for the Collective project, providing communications best-practice guidance to the Collective stakeholders and delivery partners, consulting for participating brands and businesses and speaking at a range of Collective events.

“The Flint team worked efficiently with the Collective members, staff and stakeholders, delivered clear and persuasive media messaging throughout the campaign term and secured coverage that far exceeded our expectations. They executed a professional and successful promotional campaign and proved to be an invaluable source of advice across the cultural and creative sector.” – Simon Pitkeathely, CEO, Camden Collective